Overview
- Hardee’s and NASCAR confirmed a multiyear pact naming the brand the sport’s Official Quick Service Restaurant and a primary partner of 23XI Racing.
- Bubba Wallace will run a Hardee’s-branded No. 23 in multiple 2026 races beginning at Martinsville, with season-long branding on team gear and his firesuit.
- The collaboration was facilitated by Hardee’s media agency PMG and includes on-track presence as well as coordinated marketing with 23XI.
- Hardee’s will engage fans through its My Rewards loyalty program plus digital, social and community initiatives tied to Wallace and the team.
- Industry reporting notes the deal aligns with McDonald’s reduced visibility at 23XI and cites an unconfirmed estimate of slightly over $1 million per year.